ROI?
MediaPost Advertising & Media Directory: "ask 54 of the nation's leading marketers to define exactly what they mean by ROI and how they should measure and account for it and you're likely to get 54 different answers...

Delivering consumers who are involved with a marketer's ad messages is important, and it's something that can realistically be measured as a return on media investments. Curiously, it was not listed in the ANA/Forrester study.

Which of the following, if any, is closest to your company's current definition of 'marketing ROI?'

Incremental sales revenue generated by marketing activities: 66% Changes in brand awareness: 57% Total sales revenue generated by marketing activities: 55% Changes in purchase intention: 55% Changes in attitudes toward the brand: 51% Changes in market share: 49% Number of leads generated: 40% Ratio of advertising costs to sales revenue: 34% Cost per lead generated: 34% Reach/frequency achieved: 30% Gross rating points delivered: 25% Cost per sale generated: 23% Post-buys comparing media plan to actual media delivery: 21% Changes in the financial value of brand equity: 19% Increase in customer lifetime value: 17% Other: 4% None of the above: 2%
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